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Private Colleges in the 21st Century: Trends, Challenges, Opportunities

This article explores the market position of private colleges, their ability to meet the needs of students in the 21st century, and the opportunities they have. It discusses trends in student recruitment and counseling, market research and assessment, and strategic planning. The article also examines the advantages of small colleges, the changing objectives of students, and the skills that are important to them. It concludes with recommendations for private colleges to thrive in the evolving educational landscape.

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Private Colleges in the 21st Century: Trends, Challenges, Opportunities

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  1. Strategic Planning Student Recruitment Counseling Market Research Market Assessment Institutional Data Analysis Environmental Scanning Public Relations Counseling Strategic Public Relations Services Guaranteed Visibility Institutional Identity Programs Financial Aid Counseling Direct Mail Telesreening/Telerecruiting Print Communications Customized Web Communications

  2. The Private College: 2015 Trends, Challenges, Opportunities and How to Live with Them George Dehne Christopher Small GDA Integrated Services

  3. Our Objectives • What issues relate to the market position of Private colleges? • How are private colleges positioned to meet the educational and career preparation needs of the 21st Century? • What are the opportunities for private colleges?

  4. Size doesn’t seem to matter 6 of 10 graduating seniors cannot estimate the undergraduate enrollment at their own enrolling college. Only 1 of 10 college-bound seniors said small classes was essential in their choice of a college.

  5. Grad assistants are a good thing?? 9 of 10 college-bound seniors said they prefer a college that has both undergraduate and graduate programs… to a college with only undergraduates. About 50% of college-bound students preferred a college where graduate students assist with teaching… over a college where only fulltime faculty teach.

  6. More than 8 of 10 college-bound students prefer a college that has an excellent major in their field of interest… over a college that has many major fields from which to choose Nearly 9 of 10 college-bound students prefer an urban or suburban setting for their college… over a small town or rural setting. About 1 of 10 college-bound students say gaining a liberal arts education is essential in their choice of a college

  7. Students’ Changed Objectives 79% of freshmen in 1970 had as important personal objective of…“developing a meaningful philosophy of life.” 75% of freshmen in 2006 said their primary objective was…“being very well off financially.”

  8. Perceived Advantages ofLarge Universities • More challenging and/or rigorous • Better for career preparation • Better for graduate/professional preparation • Offers stronger majors • More options for majors • More courses in major • Perceived as more fun • Greater diversity of students

  9. How are private colleges positioned to meet the educational and career preparation needs of the 21st Century?

  10. The Small College Advantages Personal Attention Opportunity to participate in life of the college Easier to personalize your education Concern for the development of the whole person

  11. What Millennials Want from College • To study with positive people • To be challenged • To be treated respectfully • To learn new knowledge and skills • To live and work in friendly environments • To have flexible schedules • To be recognized and/or rewarded • To have fun

  12. What skills are important to students?Extremely & Very Important

  13. Important skills to Students (cont)

  14. Employers: Graduate Preparedness

  15. What’s a Private College to Do? Making Trends Workfor Your College

  16. Not Obviously Related Trends Urban-Orientation + The Ever Bigger Movement = The Experience Economy • Disney • Rainforest Café • REI Sports

  17. Most Important Facilities During Visit

  18. Are students using online tools to connect with other students? Redefining what is a “friend” • Connecting with students in the US - 23% • Connecting with students around the world - 17% Online friends: • 44% connect with 20+ online friends monthly • Never met 34% of those friends

  19. Not Their Parents’ Liberal Arts Demand for agile workers is growing Technological change requires greater adaptability Work relationships will see more flux New management model Move from managing, directing and controlling. To negotiating, coordinating, and facilitating

  20. New Commission on the Skills of the American Workforce 2007 • Knowing more about the world • Thinking outside the box • Becoming smarter about new sources of information • Develop good people skills

  21. Which 21st Century Skills Are Most Important? Speak Up for Students, Teachers & Parents 2007 Parents: • Critical thinking • Problem solving • Work ethic Teachers: • Critical thinking • Problem solving • Technology skills Students: • Tied: Critical thinking & Technology skills

  22. How do students want to learn science?

  23. What’s a Small College to Do? • Link small classes and personal attention to challenge. • Use flexibility to demonstrate strong major fields. • Think of residential life as an educational advantage. • Prove development of the “whole person.” • Prove “career preparation.” • Become a leader in the “new” liberal arts. • Be intentional

  24. The Private College of 2015 • The National Few (Amherst, Williams, Carleton, Swarthmore, Pomona) • The Truly Distinctive (Hampshire, Colorado College, Sarah Lawrence) • The Adaptable (urban, majority adults, often more commuter than residential) • The Endangered (rural, under 2000 students, generic offerings, under endowed ) • The Hybrid (Some distinctions in majors, opportunities, out-of-class experience)

  25. Hybrid Colleges • Hendrix College • The Odyssey Program • William Jewell College (MO) • ACT In: General Education as major field • Jamestown College (ND) • Comprehensive Advising Program (CAP) • Converse College (SC) • Creating a Creativity Culture • Midwestern University • College of Healthcare, Fitness and Sciences

  26. What Makes A Successful Hybrid? • A nucleus of idea(s) that already exist(s) on campus • An idea that is organic to the institution • A distinctive, if not unique, idea • Research tested to ensure the idea will attract enough interest among desirable students • A basic foundation in reality but with room to grow (not all smoke & mirrors) • An institutional commitment to success • A comprehensive rollout plan to introduce the concept to key audiences. • Repeat

  27. President’s Role • Leave your own paradigms/assumptions at your own desk • Recognize all learning – in and out-of-class, on and off-campus • Include your students in planning and decisions • Expect to take uncomfortable risks • Insist on “thinking outside the box”

  28. THANK YOU GDA Integrated Services George Dehne Christopher Small www.gdais.com george@dehne.com topher@dehne.com

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